TV, streaming industry must retain subscribers, navigate measurement space

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 05, 2022, 3:45 PM GMT+0

In 2022, the TV, streaming and digital video industry will have to navigate challenges ranging from retaining subscribers and handling upfront negotiations to measurement changes.

A Deloitte study found that more than 150 million people will cancel a streaming subscription. While 25% of streaming subscribers cancel a subscription only to renew it later, most people who cancel never look back. There are also no time limits on when the returning 25% will return.

Retaining subscribers is a worry even for ad-supported streamers venturing into original programming; their task is to convince users to choose them over subscription-based streamers. Last year, major TV network groups successfully used linear TV’s limited ad inventory to bargain for higher prices and channel the money into streaming properties.

This year, advertisers will continue battling with streamers’ complex supply chain, while streamers themselves are faced with the issue of retaining subscribers. Additionally, with Nielsen’s accreditation rendered ineffective, the measurement space might fragment into multiple metrics, each targeting various outcomes.

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